One of the biggest contingents outside the U.S. and Western Europe for the sales shindig comes from China.

State broadcaster CCTV is expected to unveil new co-production deals with major European broadcasters.

“The Chinese are coming to MipTV to co-produce and to collaborate. Having recently launched a new documentary channel, CCTV is looking for high-end factual shows,” Garaude said.

Among big exhibitors at MipTV is FremantleMedia Enterprises, whose CEO David Ellender drew attention to how diversifying beyond distribution is helping keep spirits up in tough times.

“We are continuing to strengthen our activities around sponsorship, branded entertainment, digital interactive, gambling, live events and children’s, as well as our more traditional licensing deals,” he explained.

“Certain markets like Greece, Italy and Spain are challenged but at the end of the day they still want to watch TV.

“It’s great when a show like ‘The Voice’ comes along even though it’s not one of ours.

“What it demonstrates is that there is still real demand for great entertainment shows.

“Far from being on the way out, the talent show goes from strength to strength.”